This is the first piece of locally generated creative for the brand, developed by agency-of-record Havas Singapore. The key objective will be to position TD Ameritrade as the default platform for elite local traders who want to trade on the US markets. The campaign runs on TV, print, OOH and online.

The launch of its TV commercial tells the story of Stephen, an ordinary guy from middle management, who has chosen to ‘go big’ by trading with TD Ameritrade. Check out the commercial below:

The film was shot by director Damien Shatford from The Sweet Shop. Post was handled by Bangkok-based The Spice Shop, with music composition and sound design by Song Zu from Singapore.

Damien Shatford, director at The Sweet Shop said, “The beauty of this spot lies in the contrast between the prosaic world of the main character getting on with the daily grind, and the excitement that he feels inside. He’s got a secret, and this gives him the confidence to express his inner cool.”

TD Ameritrade is a relatively new entrant to the region, and this campaign is the brand’s first major foray into Asia.